The Greater Merrimack Valley Convention and Visitors Bureau (GMV CVB), one of the 16 designated tourism districts in Massachusetts, has announced a new name for the organization and new branding, transitioning to be known as Revolutionary Valley.

The announcement was made in early June at the 2025 Annual Conference on Tourism at the Hilton Garden Inn in Tewksbury.

The GMV CVB was first formed in 1992 in the city of Lowell, under the name of Revolutions and Textiles in the Merrimack Valley Convention & Visitors Bureau, operating under the direction of the Massachusetts Office of Travel and Tourism (MOTT). While the organization has gone through many changes over the years, this announcement marks first major direction shift in its 33-year history—an update that's long overdue, according to Executive Director Brian Bradbury.

Named Executive Director in the summer of 2024, Bradbury was the one who made the official announcement.

"We recognized that the Greater Merrimack Valley Convention and Visitors Bureau has not accurately showcased the spirit and depth of the region, as well as its actual footprint," Bradbury said. "The Merrimack Valley itself extends further north and east, including into New Hampshire and the GMV CVB has never been properly aligned to represent this region."

Now known as Revolutionary Valley, the tourism district encompasses 21 cities and towns, including Acton, Bedford, Billerica, Burlington, Boxborough, Carlisle, Chelmsford, Concord, Dunstable, Dracut, Littleton, Lexington, Lincoln, Lowell, Maynard, Stow, Tewksbury, Tyngsborough, Wilmington, Westford, and Woburn.

"This is a region rich in Revolutionary history, from the American Revolution that began in Lexington and Concord to the Industrial Revolution in Lowell, and all of major movements that shaped our nation, including the literary revolution of Emerson, Alcott, and Thoreau, carried forward by Poe and Kerouac, to the cultural revolution, music revolution, agricultural revolution, art revolution, technological and Innovation revolution, and so much more," Bradbury continued. "Leaning into our continued history of pushing the envelope and continually pushing forward with change is an identity we want the world to experience first-hand."

In the spirit of Revolutionary change, the tourism organization recently moved its office and is in the process of opening a new visitor center in downtown Lowell. New staff was also brought on earlier this year, with Vanessa Hayward named as Deputy Director and Christa Lamb named Director of Media and Communications, joining Christina Hannigan who is remaining as Director of Finances. The organization also recently announced the launch of a new Ambassador program, looking to bring on at least two representatives from each of the 21 cities and towns in their footprint to help better represent and support each community.

"We will ensure that all 21 cities and towns in our region feel the impact of being supported and represented by our organization and thus will feel the economic impact from increased tourist and visitor traffic," said Bradbury.

Later this year, with the help of their agency, a new website will be unveiled that will highlight the region and all of its history, beauty and splendor that make it a "must-experience" bucket list destination for all.

"We expect that it will take several months for us to all of the pieces in place that we're working on with our partners, to re-launch our tourism district with an exciting new direction," Bradbury added.

Learn more at Revolutionary Valley.

Courtesy of Groups Today.

Photo courtesy of Revolutionary Valley.

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